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  • September 2010 (Revised April 2015)
  • Case
  • HBS Case Collection

Taj Hotels, Resorts and Palaces

By: Rohit Deshpande and Mona Sinha
  • Format:Print
  • | Language:English
  • | Pages:16
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Abstract

The Taj Hotels, Palaces, and Resorts introduced a new brand architecture to counter lack of differentiation and confused positioning of its mixed bag of brands. After launching an economy and an upscale brand, it dithered over the launch of its upper upscale and luxury brands. The case illustrates the marketing and organizational challenges of a hybrid brand extension strategy that lies in between a "house of brands" and a "branded house."

Keywords

Growth Management; Brands and Branding; Marketing Strategy; Product Positioning; Luxury; Accommodations Industry; India

Citation

Deshpande, Rohit, and Mona Sinha. "Taj Hotels, Resorts and Palaces." Harvard Business School Case 511-039, September 2010. (Revised April 2015.)

About The Author

Rohit Deshpande

Marketing
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